Marketing Qualified Lead (MQL)
A lead deemed ready for sales follow-up based on demographic and behavioral criteria.
A Marketing Qualified Lead (MQL) is a lead that marketing has determined is ready for sales follow-up based on demographic fit (industry, role, company size) and behavioral signals (page visits, content downloads, demo requests). The MQL → SQL → Opportunity → Won funnel is the standard B2B revenue model. Modern MQL definitions use predictive lead scoring rather than rule-based scoring. Empire325 builds MQL infrastructure tied to CRM with rigorous handoff SLAs between marketing and sales — the most common cause of pipeline waste.
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Full-Funnel Advertising
Paid acquisition across Meta, Google, LinkedIn, and programmatic with closed-loop revenue attribution.
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Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.